Technology-Driven Strategy Trumps Traditional Communications

Reporting from the 2010 4A's Jay Chiat Strategy Festival, Warc's US Editor Geoffrey Precourt covers the presentation of Paul Woolmington, founding partner of Naked Communications' American operations.

Technology-Driven Strategy Trumps Traditional Communications

Geoffrey PrecourtWarc

"The world, as we know it, has changed forever." And the unfortunate message to advertising and marketing creative people: "The geeks will inherit the earth," according to Paul Woolmington, founding partner of Naked Communications' American operations. And leading the march will be strategists - people who can learn "the art and creativity to see things through data."

Woolmington told a morning audience at the inaugural assembly of the 4A's Jay Chiat Strategy Festival that "advertising and marketing are no longer the solution…. As strategists, we have to liberate ourselves from advertising and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands